Budweiser drafts in Frank for World Cup promotion

Budweiser, the ‘official beer’ for this summer’s football World Cup, has enlisted Frank PR to exploit the sponsorship in the UK.

Germany 2006 will be the sixth World Cup sponsored by the Anheuser-Busch owned brand, and the brewer is keen to highlight its commitment to the competition over the past 20 years.

Frank won a four-way pitch for the project, which runs from now until the end of July.

Anheuser-Busch UK PR manager Michelle Norman said the brief covered a range of consumer and trade promotional activity.

'There are many other major companies sponsoring other aspects of the event and we want to make sure the Budweiser brand stands out as much as possible,' said Norman.

Promotion around the football venues in Germany will need to be handled sensitively. FIFA has been criticised by local brewers for allowing a foreign beer to sponsor the competition. Germany has a long and proud heritage of beer production, and the brewers are furious at being left out.

Norman declined to give details of the campaign.

During the most recent World Cup, in Japan and South Korea in 2002, Consolidated Communications oversaw a raft of competitions and stunts to push Budweiser in the UK.

A 'Pick and Win Game', for example, invited punters to guess the points and positions of teams at the end of the group stages.

Meanwhile, Consolidated's 'True Location' promotion saw GPS systems placed in fake cans of Budweiser, which when opened sent a signal allowing winners to be tracked down. The lucky drinkers were then presented with flights to the two host countries and tickets to games.

Consolidated, which has been Anheuser-Busch's retained agency for the past five years, declined to pitch for the Germany 2006 brief.

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